How to hire influencers for social media advertising?
Posted: Mon Jan 20, 2025 4:52 am
To hire an influencer for social media campaigns, you must determine the objectives or KPIs. Knowing the results you hope to achieve, you can select the best creator profile for your campaign. This identification process can be done through influencer marketing agencies or platforms. At Kolsquare, for example, we offer a platform to search for influencers with the best KOL profiles and the management of your campaigns, accessing an offer of more than 3 million creators from Spain and the world. With the advice of our experts, but always maintaining total independence and freedom in strategic decisions for your brand, the Kolsquare platform offers you complete reports on all the actions implemented, from the number of influencers and accounts mobilized, to the audiences reached and the content produced.
Once your identification and selection process is complete, you will be ready to establish the agreement and draft the contract that contains, among other things, the reciprocal obligations, the duration of the contract, the types of content for collaboration and other relevant information established by law, which will minimize possible misunderstandings between both parties.
What is an influencer marketing contract?
As in (almost) all relationships, a contract is the written legal agreement between two parties , i.e. between influencers and the brand or company. In the case of influencers, the most commonly used type of agreement is a service provision contract, i.e. a commercial contract, which sets out in detail the subject matter of the contract, the responsibilities of both the client and the content creator, and all the related administrative stages.
So, what does an influencer marketing contract entail? Basically, it depends first on what you hope to achieve from the collaboration. What are the goals of your campaign? From there, you can determine the elements of your contract with influencers. Therefore, answer the following questions before creating the contract:
What content or products do you want from your influencers?
How often and how many posts, stories or videos do you want your influencers to share and over what period of time do you want to work together?
What is your influencers’ price range ? What is their influencer marketing budge business development directors email database t? And what compensation will influencers receive?
In addition, options for conflict resolution and general legal protection for both parties should not be missing. It is a good idea to create and use a template for this, which you can then edit and change individually . This way, you can adapt the contract to the current needs of the influencer and the type of campaign.
In the United States, influencers are regulated by the Federal Trade Commission (FTC) , but in Europe, the regulations are more complex . So while the European Commission imposes rules, each country can write and enforce its own laws, as is typical in a federal system. In general, legislation on influencer marketing regulations revolves around labeling and transparency.
In Spain, precisely in October 2020, the Association for the Self-Regulation of Commercial Communication (AUTOCONTROL) and the Advertising Observatory of the National Institute of Consumption published the “ Code of Conduct on the use of influencers in advertising ”, which establishes the guidelines and directives for good practices in the identification of content of an advertising nature generated by content creators. According to this code, the obligation to explicitly mention advertising is established in the event that the content shared by the influencer is the product of a collaboration. To do so, it suggests the use of terms such as “ advertising”, “advertising”, “in collaboration with” or “sponsored by”.
Additionally, in 2024, the so-called Influencers Law was approved , according to which content creators with more than 2 million followers will be classified as "users of special relevance" and will be restricted from advertising products such as alcohol, tobacco, slimming products, among others, in order to protect the most vulnerable users, that is, minors.
Once your identification and selection process is complete, you will be ready to establish the agreement and draft the contract that contains, among other things, the reciprocal obligations, the duration of the contract, the types of content for collaboration and other relevant information established by law, which will minimize possible misunderstandings between both parties.
What is an influencer marketing contract?
As in (almost) all relationships, a contract is the written legal agreement between two parties , i.e. between influencers and the brand or company. In the case of influencers, the most commonly used type of agreement is a service provision contract, i.e. a commercial contract, which sets out in detail the subject matter of the contract, the responsibilities of both the client and the content creator, and all the related administrative stages.
So, what does an influencer marketing contract entail? Basically, it depends first on what you hope to achieve from the collaboration. What are the goals of your campaign? From there, you can determine the elements of your contract with influencers. Therefore, answer the following questions before creating the contract:
What content or products do you want from your influencers?
How often and how many posts, stories or videos do you want your influencers to share and over what period of time do you want to work together?
What is your influencers’ price range ? What is their influencer marketing budge business development directors email database t? And what compensation will influencers receive?
In addition, options for conflict resolution and general legal protection for both parties should not be missing. It is a good idea to create and use a template for this, which you can then edit and change individually . This way, you can adapt the contract to the current needs of the influencer and the type of campaign.
In the United States, influencers are regulated by the Federal Trade Commission (FTC) , but in Europe, the regulations are more complex . So while the European Commission imposes rules, each country can write and enforce its own laws, as is typical in a federal system. In general, legislation on influencer marketing regulations revolves around labeling and transparency.
In Spain, precisely in October 2020, the Association for the Self-Regulation of Commercial Communication (AUTOCONTROL) and the Advertising Observatory of the National Institute of Consumption published the “ Code of Conduct on the use of influencers in advertising ”, which establishes the guidelines and directives for good practices in the identification of content of an advertising nature generated by content creators. According to this code, the obligation to explicitly mention advertising is established in the event that the content shared by the influencer is the product of a collaboration. To do so, it suggests the use of terms such as “ advertising”, “advertising”, “in collaboration with” or “sponsored by”.
Additionally, in 2024, the so-called Influencers Law was approved , according to which content creators with more than 2 million followers will be classified as "users of special relevance" and will be restricted from advertising products such as alcohol, tobacco, slimming products, among others, in order to protect the most vulnerable users, that is, minors.